LOLoL Consumervirus

_____ percent of women in a study reported in the Dove consumer insight perceived their actual beauty to fall short of their ideal.

98

Which of the following statements adequately reflects the concept of attitude component consistency?

A change in one attitude component tends to produce related changes in the other components.

Self-image congruity influences on brand preference and choice depend on which of the following?

A, B, and C

Which of the following is a global lifestyle segment identified by Roper Starch Worldwide?

Altruists

Janice is a 48-year-old married woman who uses technology as a major source of information and shopping. She has a DVD drive on her computer and enjoys satellite radio, but would do more if she could afford it. To which technology segment does Janice belong?

Apprentices

Which global elite luxury segment loves prestige brands?

Conspicuous Consumers

Which of the following is NOT one of Experian's technology profiles?

Enthusiasts

Which of the following is a major PRIZM life stage group?

Family Life

____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms

Message framing

Which PRIZM segment consists of consumers who are evolving into older "empty-nester" couples as their children grow up and leave home; live in older, stable neighborhoods with pools and patios in their backyard; and are white-collar professionals?

Pools & Patios

Which of the following is NOT a global lifestyle segment identified by Roper Starch Worldwide?

Rustics

_____ consists of trustworthiness and expertise

Source credibility

With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious and driven, values power and control, and expects to be noticed?

Top Guns

Carl is middle age and single. He has a high school education and works at a hotel as a desk clerk. He lives in a tiny apartment. Even though he doesn't have a high income, he tries to live an active life attending sporting events, and sometimes he brings a date with him. To which PRIZM group does Carl belong?

Young & Rustic

Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval, and opinions of others, and tend to purchase status symbols?

achievement motivation

Renee sat down and did some serious soul searching. She wanted to understand her perception of her self-concept of who she is now. Renee is searching for her _____

actual self-concept

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?

affective

SAM (Self-Assessment Manikin) is used to assess which component of attitude?

affective

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____. A. stronger B. more resistant to counter persuasion attempts C. more accessible from memory D. more predictive of behavior E. all of the above

all of the above

Spokescharacters can be _____. A. animated animals B. animated people C. animated products D. animated objects E. all of the above

all of the above

Which of the following is NOT a way emotional ads may enhance persuasion? A. by increasing attention of the ad and, therefore, ad recall B. by increasing liking of the ad C. by increasing product liking through classical conditioning D. by increasing product liking through high-involvement processes E. all of the above are ways emotional ads

all of the above

Which of the following is a common technique for inducing trial behavior? A. coupons B. free samples C. point-of-purchase displays D. tie-in purchases E. all of the above

all of the above

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.

attitude

Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?

behavioral

Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products.

benefits, features

The elaboration likelihood model posits two routes to persuasion, which are the _____.

central route and peripheral route

An advertisement for AT&T long-distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

comparative ad

Which type of ad directly compares the features or benefits of two or more brands?

comparative ad

Attitude components tend to be _____.

consistent

Which of the following is an individual factor that can influence attitude change?

consumer knowledge

A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute

discounting

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?

elaboration likelihood model

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?

emotional ad

Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?

fear appeals

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?

feature belief

Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?

goal framing

Before doing most things, Erin considers what others will think of her actions and how her behavior will affect them. Others' opinions and feelings really matter to her, more so than most people she knows. Erin is an example of a(n) _____.

high self-monitor

Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment; to be opinion leaders; and to prefer magazines over TV?

independents

Individuals with which type of self-concept tend to be obedient, sociocentric, holistic, connected, and relation oriented?

interdependent self-concept

Which of the following is considered an outward expression of one's self-concept?

lifestyle

Simply presenting a brand to an individual on a large number of occasions to make the individual's attitude toward the brand more positive is known as _____.

mere exposure

Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambiance, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?

multiattribute attitude model

Which of the following is used to understand a consumer's cognitive component of attitude?

multiattribute attitude model

Carmen was participating in a psychographic study, and several questions pertained to activities and interests. Questions regarding this aspect of lifestyle include which of the following?

nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church

An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment is known as a(n) _____

peak experience

Which dimension of self refers to how I am or would like to be to myself?

private self-concept

Which of the following is NOT a primary motivation on which the VALS typology is based?

realist motivation

Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an accomplished professional. Finally, she sees herself as a good citizen and devoutly religious person who takes the concerns of others seriously and tries to make the world a better place for those less fortunate than she and her family. This totality of Jennifer's thoughts and feelings about herself is known as her _____.

self-concept

Action-oriented consumers who strive to express their individuality through their choices and purchase experiences are driven by which primary motivation?

self-expression motivation

What is the most common measurement approach to measuring self-concept?

semantic differential

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?

sponsorship

Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this?

testimonial ad

For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement?

two-sided message

Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?

utilitarian appeal